PENGARUH ORIENTASI BELANJA DAN KEPERCAYAAN KONSUMEN TERHADAP INTENSI MEMBELI PAKAIAN BEKAS DI KOTA BANDUNG - Ahmad Rizki Fauzi, - (2022)
Penelitian ini bertujuan untuk mengetahui pengaruh dimensi-dimensi orientasi belanja dan kepercayaan konsumen terhadap intensi membeli pakaian bekas di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional. Subjek yang menjadi sampel pada penelitian ini berjumlah 367 orang pada rentang usia 18-25 tahun yang merupakan konsumen pengguna pakaian bekas di Kota Bandung. Pengambilan sampel pada penelitian ini menggunakan teknik purposive sampling dan metode analisis menggunakan uji regresi berganda. Pengambilan data dilakukan dengan menggunakan Clothing Shopping Orientation Scale (Seock, 2003), Skala Kepercayaan Konsumen (Tarwiyanti, 2018), dan Skala Intensi Membeli (Lim, et al., 2011) yang telah peneliti modifikasi. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara ketujuh orientasi belanja yang meliputi shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in-home shopping tendency, dan brand/store loyalty dengan kepercayaan konsumen secara simultan terhadap intensi membeli pakaian bekas di Kota Bandung. Secara parsial, orientasi convenience/time consciousness dan in-home shopping tendency tidak berpengaruh signifikan terhadap intensi membeli pakaian bekas di Kota Bandung. Kata kunci: orientasi belanja, shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in-home shopping tendency, brand/store loyalty, kepercayaan konsumen, intensi membeli, pakaian bekas This study aims to determine the effect of shopping orientation dimensions and consumer trust on the intention to buy thrift clothes in the Bandung City. This study uses a quantitative approach with a correlational design. The subjects who were sampled in this study amounted to 367 people in the age range of 18-25 years who were consumers of thrift clothes users in the Bandung. Sampling in this study using purposive sampling technique and analysis method using multiple regression test. Data collection was carried out using the Clothing Shopping Orientation Scale (Seock, 2003), the Consumer Trust Scale (Tarwiyanti, 2018), and the Purchase Intention Scale (Lim, et al., 2011) which have been modified by researchers. The results show that there is a significant influence between the seven shopping orientations which include shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in-home shopping tendency, and brand/store loyalty with simultaneous consumer trust in intention to buy thrift clothes in Bandung. Partially, the orientation of convenience/time consciousness and in-home shopping tendency has no significant effect on the intention to buy used clothes in Bandung. Keywords: shopping orientation, shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in-home shopping tendency, brand/store loyalty, consumer trust, purchase intention, thrift clothes